 |
|
|
|
|
|
BREAKING NEWS & VIEWS
Mad Men Cool Takes Over Playboy  makeover courtesy of sponsor AMC TV and its upcoming Mad Men season 3 premiere. Playboy.com was re-skinned to recall the smoky, liquor-drenched height of its cultural power, not coincidentally also the ’60s setting of the Mad Men series. Playmates of the ’60s are featured, as is an old interview with Rat Pack regular Sammy Davis Jr. A special pictorial of actors from the series puts them into scenes involving vintage bunnies. The Playboy archive at PlayboyArchive.com is being sponsored by AMC through Aug. 23. That site has also been re-skinned to feature some of the best issues of the ’60s to commemorate the Mad Men premiere. The deeper integration of print brand with advertiser themes and goals has become de rigueur online this year. Sponsors are not just getting physically closer to the content, but in some cases the publisher’s content itself is actively supporting the client. This is a rare instance of an integrated sponsorship bolstering the host brand as much as it effectively promotes the client’s product. What a pleasant and necessary reminder that magazines once defined and illustrated “cool” and books like Playboy were the most powerful platforms for ad innovation.  According to Playboy.com, the ad team brought the idea to AMC's online agency Deep Focus, which then ran with it to make these compelling takeovers and skins. This is one of those perfect marriages of content and promotion that is so natural it might have been malfeasance on someone’s part not to do it. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com More Breaking News & Views
Breaking News & Views Archives COMMENTS
1.
Well that seems to be what Deep Focus does--make the awesome seem inevitable.
Posted by moreartplease on Tuesday, August 11, 2009 @ 03:15 PM
|
 Manager, Digital Media, NCC Media
PR Director, The Knot Inc. Online Digital Ad Sales Executive, eMedTV Media Jobs | Job Alerts | Post Your Resume min Social Networks
Join us on  Follow us on  White Papers
Get even smarter -- download a white paper today.
Featured White Papers: Internet measurement of ad-noting: Sampling and Statistical Issues By MRI Successfully Building Communities for Your Business By Ripple6 ... more Whitepapers min Contests
min Press
 Twitter Best Practices for Media Companies
 Events Calendar
March 25, 2010 Using Facebook to Grow Your Audience, Your Customer Relationships and Your Online Business Learn More April 7-8, 2010 The 3rd Annual Digital Media Measurement & Pricing Summit Learn More April 19-21, 2010 Ad-Tech Learn More |
.jpg)
Internet Sales Guidebook| Copyright © 2010 Access Intelligence, LLC. All rights reserved. Reproduction in whole or in part in any form or medium without express written permission of Access Intelligence, LLC is prohibited. For more details please see Terms and Conditions. |
